From a subculture magazine. Vice how to value more than 2 billion dollars?

Lead: Vice is not to teach young people treason, we want to use the ' Millennium ' thinking logic and language to tell them the world's problems, so that a new generation of viewers to the world to ignite interest. "Vice is good at reporting on the lives of Non-mainstream cultures and marginalized people. Today, news of the US media giant Time Warner Group is about to buy into the new media company vice, the latter valued more than 2 billion U.S. dollars. Vice may be unfamiliar to domestic users, but the story of a successful transition from a magazine to a media company with magazines, Web sites, film productions, record companies and book publishing is a good reference for the domestic media. Source: The predecessor of the youth Subculture Vice was the Canadian Voice of Montreal (Voice of Montreal) magazine. At that time, the Canadian government funded the magazine, the main purpose of which is to address employment and community services. Shortly thereafter, the magazine's three editors, Shane Smith,suroosh Alvi and Gavin McInnes, bought the publication from the publisher and renamed it vice. Smith said they want to be the world's first young and subculture spokesperson. Initially Vice's reports were dominated by independent artists and punk, and then began to cover more mainstream news events. But Vice's report has always been designed to give users a sense of conflict, to see life and culture as distinct from their own lives. As a result, Vice's reporting background is often the world's trouble, such as Iraq, North Korea and other places, the reported figures are mostly non-mainstream people. It is precisely because the reported crowd is very special, so the 21-34-Year-old young people, vice influence very much. These people are often in the forefront of the trend, or even the trend leader, which in turn is very conducive to the spread of vice media content. In 2013, Vice's planning and promotion, NBA former star Rodman led an American basketball team to visit North Korea, and vice through video detailed record of Rodman's trip. This not only won the audience, but also caused a lot of media coverage. But Smith says vice is not teaching young people to rebel, or telling them how to choose the faction they support. We just want to use the ' Millennium ' logic and language to tell them what the world's problems are, and we want to make a new generation of viewers interested in the world. "Core: Unique video content" Although vice started out as a magazine and once acquired the British fashion magazine I-d, the core of Vice now is video and pictures, especially video footage presented on television. In 2006 Vice a video program into the Web platform, now vice has more than 20 channels on YouTube, and its program is one of the longest-watched videos for YouTube users. Vice's video is unique, thanks to its different positioning andSpecial shooting techniques. In terms of positioning, as mentioned earlier, Vice's video content often comes from the world subculture or subculture, which is very attractive to young people. For example, Vice once filmed a rock band in Baghdad, Iraq, which gave the vice a shot in the video field and won prizes at several film festivals. Recording Rodman's North Korean itinerary is also an example of Vice video. From the point of view, and the general documentary from the third perspective, Vice is usually shot in the first angle, with strong subjective feelings. This immersion news report "makes Vice's video have a strong sense of the scene, as if the lens is their eyes." To enhance the sense of the scene, Vice also used Google Glass to film in Istanbul, Cairo and other events in the mass protests, and webcast. One photographer said: "I want to show you as real as possible what the scene is like, even at the end I was affected by tear gas into a café with lemon rub face." "But Vice's video content is not just a network platform, but it also collaborated with HBO in 2013 years to broadcast 10 episodes of television documentaries on HBO." This has also made vice more mainstream media attention. Income: Smart Brand advertising cooperation currently vice has a lot of business, in addition to magazines and websites, but also involved in music and publishing industries, but as a media company, Vice's income still comes from advertising. In 2012, Vice's revenue reached $175 million trillion, almost doubled from a year ago. Vice can display ad platforms in addition to its own YouTube channel, as well as the main site vice.com and a number of music, fashion, technology, vertical web sites. Vice is not a hard ad, not even a traditional brand advertising. Vice will make their own content, and then let the brand to choose whether to sponsor. After learning what vice is about to shoot, the brand will be able to discuss the sponsorship model with Vice: for example, branding helps to take part in video or to Vice. Because more is to cooperate with brand, so the common point that the two sides discuss is often the ideal that the brand wants to pass rather than sell the product directly. This mode of cooperation to ensure the animations of video, at the same time promote the concept of brand, it can be said to achieve the effect of a double win. The North Face, the famous outdoor clothing brand, has sponsored a series of videos of Vice, the theme of which is set to visit people living in the most desolate places on earth. This is in line with Vice positioning also reflects the North Face brand positioning. In addition, Intel is also one of the largest sponsors of Vice. The media group WPP invested in vice in 2011. In 2013, vice a 70 million dollar investment from Murdoch's 21st Century Fox, valued at $1.4 billion trillion.